Bartle Bogle Hegarty sets up international copywriting unit

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LONDON -- London agency Bartle Bogle Hegarty - Advertising Age International's Agency of the Year for 1996 - has set up a business unit, BBH Writers, to enhance its international performance.

The new unit has hired freelance copywriters based around Europe who are fluent in languages other than English to help advise the London creative department on cultural and linguistic issues as campaigns are developed.

Last year, BBH's work, which is produced in one location rather than from a network, appeared in more than 60 countries and the agency was involved in research and adaptation of copy in 37 different languages; 67% of its business came from accounts whose advertising involved the use of the French, Spanish, Italian and German languages.

In addition, this week the agency was awarded the U.K.'s Queen's Award for Export Achievement 1997, for the second year running. The purpose of the award is to recognize and encourage outstanding achievements in exporting goods or services from the U.K., the Channel Islands and the Isle of Man. BBH is the first agency to win the accolade.

Since winning it last year, the agency has picked up five new international clients - Metaxa (pan- European), Perfetti (Italy), Cointreau liqueur (international) and Time Magazine (pan-European).

BBH Writers will work by briefing local professional copywriters on campaigns at the same time as they are briefed into the creative department. The core creative concept will be developed in London and the international copywriters will be continually consulted to ensure "high quality, consistent text throughout the campaign whichever language it appears in," the agency says. The new unit will be managed by Elizabeth de Vise, head of international copy production.

Copyright April 1997, Crain Communications Inc.

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